For today and today only, Bacardi has created an interactive Instagram Story that lets users play DJ for 24 hours. When looking at the story, users see an aerial view of a set of turntables, which they are able to control by skipping back and forth at the touch of their fingertips, essentially creating their own set.
This Instagram hack does more than simply provide users with a chance to manipulate sound; it works to reinforce Bacardi’s linkage to the music scene. Olivia Legere, Bacardi North America’s director of creative excellence told Adweek, “[Music’s] always been embedded in our history and what we do.” In fact, the spirits company recently partnered with Swizz Beatz to put on the No Commission Art Fair in London, a cultural experience meant to fuse visual art with music.
The first to ever implement a simulation hack on Instagram’s 4-month-old Stories, Bacardi has certainly paved the way for other brands to develop creative means in which to engage their fans and drive traffic to their platforms all while fortifying their core commitments, whether it be to music and the arts, nutrition, or contemporary social issues—and we predict that there are many “hacks” of this sort yet to be discovered.
Photo and video attributed to: Adweek